A well-thought of AdWords Search Strategy will surely give you an edge among your competitors. If you have been doing AdWords Search campaigns for some time already but still feel that you are not getting the results that you are looking for, then this post is especially for you.

In this post, we will share with you the tips on how to improve your strategy. We will present you with the steps that you can take to do this. You may already know some of the steps while some may seem advanced for you. But don’t worry, we’ll guide you along the way. Hopefully, by the time you finish reading this post, you will be able to feel a little bit more confident with the knowledge and skills that you have learned when it comes to improving your AdWords campaign.

Choosing the Right Keywords

One of the most basic things that you can do in your search campaign is looking for the right keywords to use. You should not forget about this. The most basic things are the foundation of your whole campaign. If you can do this right, you will be able to increase your conversions by 200%.

If you don’t know how to use the right keywords, then you’re missing out on a lot of chances. This will have negative effects on your campaign in the long run. So how do you do this anyway? We’ll show you.

It all has, to begin with, intent. The intent is what the mindset of the person who is about to type in a keyword. For example, if the user wants to look for a non-stick frying pan, they will usually search with the words “buy a non-stick frying pan.” This kind of keyword is also called as “commercial intent.” The users are already planning on buying something at this point. All you need to do is to present your product to them.

Let’s look at some examples of keywords that signal “commercial intent.”

Other keywords for “buy now” can include the following:

  • Free shipping
  • coupons
  • Deals
  • Discounts
  • Buy

Remember that there are other kinds of intent other than commercial intent. If you are going to target who are still researching about the best non-stick frying pan, you can use the keywords “best non-stick frying pan.”

By using such keyword, you now have the chance to catch the attention of the readers and give them information about your product. Eventually, you will be able to persuade them that your product is the best non-stick frying pan out there.

The great thing about these kinds of keywords is that they are a lot more affordable. However, you need to do a lot of work if you want to make sure that you can turn your visitors into customers.

Improving Your Campaign

Let’s see how we can mix things up a bit to create a more effective campaign strategy. What you can do here is use a certain keyword that is paired with a phrase which can signal the intent. After you have thought about the keyword you want to use, you have to go to the keyword planner to edit the setting, showing only “closely matched keywords.”

If you are selling fountain pens, your keyword here is “fountain pen” while the intent phrase is “buy.” When you run the search, you will be given relevant Ad Groups that will be able to give your a good ROI. This is because most of these are keywords that have “commercial intent.” What you have to keep in mind is that there are plenty of commercial intent phrases that you can pair with your keyword. It doesn’t always have to be the word “buy,” you can also use the word “discount” for example.

When you have designed certain strategies for your campaigns, you can even protect your copyright with the help of patent attorneys if you like. That is to make sure that your strategy is your original work and you can choose to sell them or share them, whatever you prefer.

Making Use of Your Data

You can make use of the data that was produced by your campaigns by studying them. This can give you insights on how you can better improve your campaign. It will be more helpful if you can have a conversion pixel installed on your website, this way, you can really study the data that you have and get insights from it.

You can learn about the keywords that are able to drive the most conversion, as well as other things. In your site, you can setup “Conversion Tracking.” This way, Adwords gets to provide you with an interactive feature that can take you through the process step by step.

It will also be better if you can pair your account with Google Analytics to that of Google Adwords. If you can do this, it will help you see what the people who clicked on your ad do afterward.

To be able to link your two accounts, what you have to do is to login to your account in Google Analytics. Do the following steps:

  1. Click on “Admin.”
  2. Select “Account.”
  3. Click “Property.”
  4. Select “New Link Group.”
  5. And that’s it. The two accounts are now linked.

When you have linked your two accounts, it will be much easier to know the kind of keywords that get the most engagement. Not only that, you’ll be able to see which of the keywords makes your audience stay longer on your site. When you have information such as this, you can make the necessary changes on your site as well as on your campaigns so you can get the most conversions.


Now you know how to improve your campaign and your ads. All you need to do is to make it happen. Take all the time you need to study the data that you have so you can implement the right changes. In time, you will make things better both for you and your clientele. Make sure to offer only the best products and services because you may drive the audience to your site, but if you don’t have anything really good to offer, it will be useless. So combine the things you have learned here with the best that you can give and you will sure to see improvements in your ROI.